They should identify audiences’ new routines, preferred devices and media consumption timings.
The pandemic has disrupted consumers’ media consumption habits and caused significant changes in the digital media and advertising sector. It has also given rise to major challenges like increased costs for publishers and platform providers, less revenue and rising fraudulent activities.
This piece recommends publishers should analyse their audiences’ changing routines and behaviours to identify consumers' evolving media consumption habits and channel preferences. Knowing the users can also help publishers understand their audiences’ preferred types of ad creatives.
Companies can also talk to their industry partners and learn about the best practices to find out relevant solutions. Conducting friendly catch-up sessions between competitive brands can help marketers gain insights from success and failure. It can further help publishers find better ways to adapt to the new normal.
[4 minute read]